What Is PR and What’s a Good PR Strategy in the AI Era? A Conversation with Ronica Cleary

Written by

Al Sefati

Public relations has always been about reputation and credibility, but in the AI era, PR has taken on a completely new role.

It’s no longer just about getting featured in the news or sending out press releases. Today, PR is directly connected to SEO, AI visibility, and brand authority across the internet.

In this episode of Clarity Digital Pod, I sat down with Ronica Cleary, Founder and CEO of Cleary Strategies, to talk about what modern PR really means and why it matters more than ever in the age of AI-driven search.

Ronica has a unique background. Before launching her PR agency in 2018, she worked as a television journalist and White House correspondent in Washington, DC. That experience gives her a rare perspective on how media actually works and how brands should approach public relations strategically.

Below is the full conversation.

What Public Relations Really Is

One of the first things we discussed was a simple question that many business owners still struggle to answer:

What exactly is PR?

Many people assume PR just means sending press releases or getting featured in the media. But according to Ronica, public relations is really about something deeper.

PR is about managing the relationship between a brand and the public.

That relationship is shaped through:

Media coverage
Expert commentary
Thought leadership
Interviews
Podcasts
Digital publications
News commentary

A PR professional helps businesses navigate how their brand is perceived publicly, particularly through trusted third-party platforms like media outlets.

And that third-party validation is what gives PR its power.

PR vs Marketing: Why the Difference Matters

One of the most interesting parts of our conversation was the distinction between PR and marketing.

Marketing and advertising allow you to control the message completely. You write the copy, design the ad, choose where it appears, and pay for the placement.

PR works differently.

With PR, the message passes through a third-party decision maker — the media.

You don’t control whether the story runs or how it’s framed. But that lack of control actually creates something extremely valuable:

Credibility.

When people see a company featured in news coverage or quoted as an expert in an article, they interpret it differently than an advertisement.

They know the company didn’t pay for that placement.

That’s why earned media often builds trust much faster than traditional marketing.

Which Companies Should Invest in PR?

Another common misconception is that PR is only for large corporations.

In reality, companies of all sizes can benefit from PR, depending on their goals.

For example:

Startups

PR can help startups build credibility with investors, customers, and potential partners.

Growing Companies

Media visibility can position founders and executives as industry experts.

Established Brands

PR strategies often focus on reputation management, crisis communications, and brand authority.

Sometimes the goal is visibility. Other times the goal is actually the opposite: staying out of negative headlines.

The key is having a strategy that aligns with business objectives.

The Importance of the Discovery Phase

One insight Ronica shared that really resonated with me was how her agency structures client onboarding.

Early on, her team would onboard clients quickly and begin pitching immediately.

But over time they realized something important.

If alignment isn’t established first, campaigns can become chaotic.

Now Cleary Strategies starts with a structured discovery phase before pitching any media.

During this phase they define:

Messaging pillars
Content themes
Media targets
Strategic angles
PR goals

By the time outreach begins, both the agency and the client are aligned on the strategy.

This reduces friction and improves results significantly.

Inbound vs Outbound PR Strategy

Another topic we explored was the difference between inbound PR and outbound PR.

Many PR agencies rely heavily on inbound opportunities.

These come from journalist request platforms where reporters ask for expert sources.

If a reporter is looking for commentary on a topic and your client fits, you can respond and potentially get featured.

But there’s a downside.

Inbound opportunities depend heavily on the news cycle.

That means results can be inconsistent.

Outbound PR, on the other hand, is proactive.

It involves:

Monitoring upcoming news trends
Predicting media interest
Creating strategic pitches
Reaching out to journalists before they request sources

This approach creates more consistent media coverage and keeps clients visible even when inbound opportunities slow down.

Why PR Is Becoming Critical for AI Search

One of the most exciting parts of our discussion was the role PR now plays in AI-driven search engines.

Large language models and AI search systems evaluate credibility differently than traditional search engines.

Instead of relying primarily on backlinks, AI systems look heavily at:

Brand mentions
Media citations
Online sentiment
Authoritative sources referencing a brand

In many ways, this resembles what PR has always produced.

When a company is mentioned in trusted media outlets, that information becomes part of the internet’s credibility layer.

AI systems then use that information when generating answers.

This means PR is becoming a major driver of AI visibility.

Why Smaller Media Mentions Now Matter More

Another interesting shift Ronica mentioned is that smaller publications are gaining new importance.

In the past, many companies focused only on top-tier outlets.

But AI systems value a broader ecosystem of mentions, including:

Local journalism
Industry publications
Digital magazines
Podcasts
niche media outlets

These sources contribute to the overall digital footprint of a brand.

And that footprint influences how AI systems interpret credibility and expertise.

The Intersection of PR, SEO, and GEO

Historically, SEO and PR were treated as separate disciplines.

Today they are increasingly interconnected.

PR campaigns often generate:

Backlinks
Brand mentions
authoritative citations
expert commentary

All of these signals influence search visibility.

Now with the rise of Generative Engine Optimization (GEO), PR has become even more important.

When AI systems generate answers about companies or industries, they often pull from media coverage and trusted publications.

This means PR is no longer just about awareness.

It’s about being included in the knowledge graph of the internet.

Crisis Communications and Media Training

Ronica’s journalism background also gives her team a major advantage when it comes to crisis communications.

When a company faces a public controversy, the biggest risk often comes from how leaders handle media interviews.

Journalists are trained to extract headlines.

Executives often underestimate that dynamic.

PR professionals help prepare leaders to:

understand reporter incentives
avoid misinterpretation
deliver clear messaging
stay focused under pressure

The goal isn’t to spin the story.

The goal is to navigate the media landscape intelligently.

Technology Powering Modern PR Agencies

PR today also relies heavily on specialized technology.

Ronica shared several tools agencies use to manage campaigns and media outreach, including platforms that:

track journalist requests
build media contact databases
monitor brand mentions
measure audience reach
report campaign performance

Technology helps agencies scale their efforts while still maintaining personalized outreach.

PR’s New Role in the AI Era

If there’s one takeaway from this conversation, it’s this:

PR is no longer just about publicity.

It’s about building digital credibility.

As AI becomes the primary interface for discovering businesses and information, brands that earn consistent media coverage and brand mentions will have a significant advantage.

PR, SEO, and AI visibility are converging.

And companies that understand that shift early will be far better positioned in the years ahead.

Connect with Ronica Cleary

Website
https://clearystrategies.com

LinkedIn
https://www.linkedin.com/in/veronicacleary

About Clarity Digital Pod

Clarity Digital Pod explores the future of SEO, AI search, marketing strategy, and digital growth.

Hosted by Al Sefati, each episode features conversations with founders, marketers, and industry experts about how technology is reshaping digital marketing.

Transcription

Al Sefati:
All right, welcome. Hi Ronica. How are you doing today?
Ronica Cleary:
Hi Al. It’s great to be here.
Al Sefati:
Great to have you. I appreciate your time. You and I met on Inc.com at the Inc. Leadership Forum. We talked a bit about PR and digital PR, and I thought it would be a good idea for you to come on our podcast and talk about that.
Before we get into it, if you don’t mind introducing yourself and telling us a little bit about what you do and your company.
Ronica Cleary:
I’d love that. I’m Ronica Cleary, the founder and CEO of Cleary Strategies. We’re a full-service public relations agency. I started the company in 2018 after a career in television journalism.
Al Sefati:
Oh wow. What did you do in television?
Ronica Cleary:
Most recently I was a White House correspondent based in Washington, DC.
Al Sefati:
That’s amazing.
Ronica Cleary:
When I started Cleary Strategies, I thought we might have more of a political focus. But covering politics as a journalist is very different from working in politics as a communications professional. I learned quickly that it wasn’t a great fit.
So now we are a nonpartisan agency and we don’t work with political clients. It’s been fantastic.
Al Sefati:
That makes sense. Let’s start with a simple question. What is PR? I hear different definitions all the time. Some people think PR is just sending press releases.
Ronica Cleary:
It’s a great question because it’s a term that gets thrown around a lot. Public relations is essentially helping clients navigate their relationship with the public through the media.
It’s about how your brand, founder, executive, product, or company is perceived by the public and managing that relationship through media channels.
Sometimes that involves earned media. Sometimes paid media. Advertising can occasionally fall under the umbrella as well. There are many ways to manage that relationship, which is why there can be confusion around what PR actually means.
Al Sefati:
So it’s not just doing the work. It’s also representing the company publicly through the media.
Ronica Cleary:
Exactly. Sometimes that spokesperson is the founder or CEO. But some founders eventually want to step away from being the face of the company.
A good PR professional can help determine who should represent the brand and how that message should be communicated.
Al Sefati:
What types of companies actually need PR?
Ronica Cleary:
Really any size company can benefit from PR. Startups might use PR to attract investors. Larger companies need strategies for brand reputation and crisis management.
Even small businesses can benefit from a thoughtful PR strategy if it aligns with their goals.
Sometimes PR is about visibility. Sometimes it’s about reputation protection.
Al Sefati:
One challenge I see is aligning stakeholders. Clients sometimes struggle with messaging consistency.
Ronica Cleary:
Yes, that’s what we call stakeholder management in PR.
One thing that has helped us tremendously is implementing a structured discovery phase before we begin pitching media.
When we first started the agency, we would jump right into pitching and figure things out along the way. Now we spend time upfront defining messaging pillars, content themes, and strategic goals with the client.
Once we complete that discovery phase, everyone is aligned before outreach begins.
Al Sefati:
That’s a great approach. I’ve experienced the same challenge with onboarding clients quickly.
Ronica Cleary:
I used to feel pressure to onboard quickly too. But I realized those expectations were mostly in my own head.
Taking time upfront creates a much stronger foundation for the relationship and the campaign.
Al Sefati:
You also mentioned inbound versus outbound PR strategies. What does that mean?
Ronica Cleary:
Inbound PR involves responding to journalist queries. There are tools where reporters request expert sources. If your client fits the topic, you respond.
That can create great opportunities, but it also means you’re dependent on the news cycle.
Outbound PR is proactive. Our team regularly analyzes the news cycle and identifies opportunities to pitch stories before journalists request them.
This approach leads to more consistent media coverage.
Al Sefati:
That sounds similar to marketing funnels where inbound captures demand and outbound creates demand.
Ronica Cleary:
Yes, although PR is different from marketing.
In marketing and advertising you control the message and placement entirely. With PR, the media is a third-party decision maker.
Because of that, earned media often carries more credibility.
Al Sefati:
Let’s talk about SEO and AI. I’ve noticed that PR seems to influence visibility in AI search results.
Ronica Cleary:
Absolutely. AI has been very positive for public relations.
Large language models value brand mentions and media coverage across publications, including smaller outlets that were sometimes overlooked in the past.
These mentions contribute to your overall digital presence.
Al Sefati:
I’ve noticed the same thing. It feels like AI evaluates brand mentions similarly to how Google evaluated backlinks in the past.
Ronica Cleary:
Exactly. Media coverage and brand mentions across the internet help establish credibility.
Even local publications or smaller outlets can contribute meaningful signals.
Al Sefati:
What happens if a client’s product isn’t very good? How does PR handle that?
Ronica Cleary:
We choose our clients carefully. Our reputation with journalists matters. If we promote companies that aren’t credible, we risk damaging those relationships.
Our mission is twofold: serving our clients and serving the media by connecting them with reliable sources.
Al Sefati:
You also mentioned crisis communications.
Ronica Cleary:
Yes. PR isn’t only about positive coverage. Sometimes clients need help navigating difficult situations.
Our expertise is helping clients manage their relationship with the media during those moments.
My journalism background helps because I understand how reporters approach interviews and how they try to create headlines.
Al Sefati:
That must give you a huge advantage when coaching executives for interviews.
Ronica Cleary:
It does. Journalists are looking for a story. Understanding that dynamic helps executives prepare and communicate effectively.
Al Sefati:
What tools do PR professionals use?
Ronica Cleary:
There are many tools in the PR tech stack.
Platforms like Qwoted, ProfNet, and others help connect journalists with sources. Tools like Cision, MuckRack, and Meltwater provide media databases.
We also use reporting tools like Critical Mention to measure audience reach and track media coverage.
Al Sefati:
Technology definitely plays a bigger role now.
Ronica Cleary:
Absolutely. These tools help agencies work more efficiently and deliver better results.
Al Sefati:
Before we wrap up, I’d love to ask a few personal questions. Where are you from?
Ronica Cleary:
I grew up in South Jersey, and we’re based in the Philadelphia area. Our team is virtual and works with clients across the country.
Al Sefati:
What do you enjoy doing outside of work?
Ronica Cleary:
I’m a mom with three kids, so that keeps me busy. I also enjoy reading and going to the gym when I can.
Al Sefati:
Last question. If you could be a superhero, which one would you be?
Ronica Cleary:
I always loved Superman growing up. My old AOL screen name was actually “Super Veronica.”
Al Sefati:
That’s great.
Where can people find you?
Ronica Cleary:
You can find us at clearystrategies.com and on social media under Cleary Strategies. I’m also active on LinkedIn.
Al Sefati:
Thank you so much for joining us today. I learned a lot.
Ronica Cleary:
Thank you for having me.